Twitter knows a thing or two about engagement. They launched Twitter Insiders, run on the Sparq customer insights platform, to uncover direct, consent-based feedback they could use to complement and augment traditional media metrics, behavioral and usage data to become experts in engaging new and receptive audiences for advertisers.
Even with a pedigree in social networking, Twitter still works hard to keep their “Insiders” engaged with their member hub. The rationale is simple: Keeping people engaged and excited about giving feedback will keep them coming back for more. In a consent-based insight program, where people opt-in to share their perspective, you need to do more than just ask them questions. You need to consider the insight process as an extension of your brand. You need to ensure members feel heard and recognize that their feedback is not only valued, but applied in a meaningful way.
Hilary Pollack and Sara Picazo, Research Managers from Twitter, share their tips and tricks for an engaging member hub experience based on what they do to keep their Insider insight community interested and engaged.
Share Details on How to Use the Hub
Share useful information on how to navigate and what to expect in the hub. This is especially important when you’re first launching. For most people, the hub will be easy to navigate. Having an overview just levels the playing field for everyone. Pin this post to the top of the page so people can easily find it.
Some ideas of things to include:
- Rules of engagement in general (e.g. be respectful of other people’s ideas)
- How to submit ideas (e.g. process, next steps, outcomes)
- Overall how to engage and navigate
- Options on how to interact (e.g. how to upload a photo, add a comment, tag people directly reply to comments, change notification settings)
- Some people may want to share content you post on their social channels. Be clear if that’s not cool. “This is gated content just for you, not for sharing on your social channels.”
Question of the Month
Having content that people can interact with, like a question of the month, encourages people to comment and fosters community spirit. The question can be something you’re interested in learning from a contextual perspective, something you think members will enjoy, and/or related to the focus of your insight community. You’ll be happily surprised by the comments and feedback you get. The edgier and more thought-provoking you are, the more likely you’ll get feedback. And if you start a tradition—make sure you stay consistent. A monthly tradition is a “monthly” tradition.
Meet the Team
Twitter introduces their team members individually. You can also do a group intro in a single post. Being personal, transparent, and authentic in your introduction will encourage people to be more open with you too. Remember, you’re building an ongoing relationship and want people to understand how important and valuable their feedback is. Asking a question at the end of your team introduction will encourage people to comment and engage with you. And be sure to pin this post so new members can easily see.
People want to know you heard their feedback. Sharing back what you learned and what you’re doing with the insight is a great way to keep people engaged.
Shining a spotlight on individual members, answering questions they have, or giving an overview of who is in the insight community will likely generate a lot of views and comments. Twitter sees some of their highest traffic with this type of post.
Another great way to generate interaction and feedback is to share product or service updates that will impact your customers' experience. Be prepared to answer comments or send on feedback to appropriate internal teams for follow up.
In the News
When you have something newsworthy happening, it’s great to give your members a heads up. Plus, recycling content is an easy way to post something quickly. Remember that your member hub is meant to be a place for exclusive content, so try not to let this be the only thing you post.
People love trivia and fun facts. You can share something that’s already public or create something new for a more exclusive feel. Twitter shared the origin story of their blue bird.
Behind the Scenes
Sharing behind the scenes content that your members probably can’t easily get anywhere else will make them feel more special and part of your community. For example, Twitter had a couple of people film their San Francisco HQ so members could see what it looks like.
Twitter in the Community
People want to know you care about the communities you’re in so talking about the charitable and good works you’re doing is important.
Swag and Winner Update
If you’re running sweepstakes or have other rewards for members, consider putting regular updates in their own collection so it’s easy for people to find. Make sure to include the month of the win in your post title. Twitter sends out swag periodically as a surprise and delight to 20–25 members including hats and other covetable items.
Looking for more ideas for engaging your insight community members? Check out these posts with more proven best practices.